Closing the brand excitement gap between women and men is a growth opportunity for marketers

Brands are failing to generate the same level of excitement among women as they do with men, according to a study by Spikes, the innovation consultancy.

Brands are missing a significant opportunity to connect with consumers and drive growth by failing to generate the same level of excitement among women as they do with men.

We recently asked over 18,000 US consumers whether they had experienced a point of contact with a company that they truly enjoyed. Each participant was only allowed to name one such contact, meaning this engagement stood out from the mass of interactions people have with businesses and brands across the multi-channel world we all live in.

They are, therefore, called “excitement points”, and are clearly of great value to...

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Insights Team
Bray Leino

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